Presenting Issue
The client presented with low online sales revenues, high fixed costs for web marketing, and complicated, cumbersome web outsourcing arrangements. Because of an unorganized and untargeted web presence, the client could not monetize their online work, control their marketing message or effectively generate sales.
Despite an active blogging schedule, designated staff and an expensive website, sales volume remained low and unreliable. The client knew maintaining an online presence was important, but could not reliably connect investment and up-front work with profits.
| Diagnosis
- The client had not developed an online sales strategy.
- The client’s limited website structure could not accommodate the client’s recently expanded product line. Because of access limitations, the client required complicated third-party updates to the site, which often did not load during the client’s test navigation.
- The product site and shopping site ran on parallel platforms and contained no sales language. It was extremely difficult for a customer to navigate the site to make a purchasing decision.
- The client’s blog and social networking page did not lead customers to purchase, did not promote customer capture, and offered limited opportunity for community interaction.
- The client’s online marketing voice lacked content and a clear message and gave no direction to the online conversation about the client and their products.
| Solution
Re-brand as a company, not a single product
The limited product capacity of the company’s previous website had damaged the company image, making it appear that they essentially sold one item, rather than a product line. Power of Basics worked with the client to completely redesign the website and relaunched their entire line, featuring each product separately. The new website is organized to allow ample room for future growth.
Build an integrated, sales-focused / community-focused website with easy updating capabilities
Featuring prominent sales language and detailed product information, the new website anticipates customer questions and leads customers directly to purchasing choices. In addition, the site allows user-friendly online retail sales, and offers easy updating that takes only moments and requires minimal web knowledge for designated staff. The ability to immediately update in-house allows the client to run weekly product marketing campaigns and sales incentives to drive retail sales. Finally, increased internet search optimization for the website directly improves the client’s web presence.
Build an interlinked online social networking/marketing system
Power of Basics linked several social networking platforms to create sales-oriented channels that automatically distribute marketing material directly to an international audience 24 hours a day/365 days a year. This strategy yields increased opportunities for client capture and community interaction as the client’s marketing materials engage an audience that has directly requested additional information.
Design and implement online marketing campaign and sales strategy
Power of Basics implemented a tracking system that allows the client’s company managers to directly access the traffic data resulting from their diverse online marketing channels. Using this data, Power of Basics designed a long term marketing plan that focuses the client’s marketing efforts toward the channels that yield the highest response.
Conduct company-wide training to ensure appropriate use of social networking systems
After building a clear online strategy, Power of Basics conducted training sessions for the client’s designated staff to ensure confident and accurate implementation. By familiarizing the client’s staff with ways to consistently support short-term and long-term marketing goals, Power of Basics enabled the client to achieve success from the ground up. In addition, this training equipped the client to manage their marketing in-house as much as possible, allowing increased marketing flexibility.
| Client Return on Investment
- Client’s average monthly sales increased 250%
- Effective conversion of client from wholesale company to a retail company, with associated higher profit margins
- Increased purchase response rate to online marketing
- Increase of internet search optimization yielding a more dominant industry presence online
- Decreased annual cost for online marketing and implementing sales strategies
- Increased client control over web presence
- Increase of online customer capture for future marketing
- Increased number of online community members and number of member interactions
| Case Study Review
Rebranding the client from a single-product company to an online corporate presence including multiple products immediately diversified revenue streams and opened doors for future growth.
In addition, streamlining the customer’s online purchasing experience allowed the company to successful convert from wholesale to retail sales. Also, increased ability for customers to emotionally engage with the company through social networking interaction has improved customer capture and enabled a higher conversion rate from interest to sales.
Finally, building a long term marketing strategy and educating company staff on marketing goals allowed the company to lift sales in line with growth goals and to continually move forward with a clear, corporate understanding of how to drive sales and foster company image.
The company now maintains a robust online presence that yields robust profits for time and money invested.
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